Case Study: Famous Farming Show Season 2

Redefining the Landscape of Branded Entertainment in Myanmar

When MCIX launched Season 1 of Famous Farming Show, we set a new benchmark for original IP. With Season 2, we didn’t just meet that benchmark—we shattered it. By merging high-production national television with a "Social-First" digital strategy, we created a cultural phenomenon that dominated every screen in the country.

The Challenge

To evolve a successful Season 1 into a record-breaking Season 2 by pushing the limits of brand integration. We aimed to prove that a farming reality show could deliver more than just views—it could deliver unprecedented market penetration for major brands like Myanma Awba, Knorr (Unilever), and Regen D (Royal D Beverage).

‍

The Strategy: Social-First & Creator-Led

At MCIX, we believe that modern audiences don’t just watch content; they participate in it. Our approach for Season 2 focused on:

• Massive Scale: 12 Episodes featuring 12 of Myanmar’s biggest celebrities.
• Hybrid Broadcasting: A seamless blend of MRTV-4 National TV Prime Time and aggressive digital amplification across TikTok, Meta, and YouTube.

• Organic Integration: Rather than traditional ad breaks, we embedded our partners into the narrative, making brands a functional part of the celebrities' farming journey.

‍

The Results - Breaking all the records

Record breaking National TV ratings : Highest Top 2 with 21.5 TVR

TV Audience Reach: 65M Coverage (Nationwide)

TikTok virality in first 30 days: 170M Views

YouTube Watch Time: 2.4M Hours

Facebook Views: 65.3M Engagement

‍

Why Brands Win with MCIX

Our "Social-First" philosophy ensures that brand integration isn't an afterthought—it's the engine. By leveraging a Creator-Led approach, we bridge the gap between corporate messaging and authentic storytelling.

1. Credibility through Association: When top-tier celebrities interact with a product on-screen, it gains instant trust from a massive fandom.
2. Omnichannel Dominance: We ensure your brand is seen on the living room TV at dinner and on the smartphone screen during a commute.
3. Data-Driven Results: We don't just chase "likes"; we chase hours of engagement and record-breaking TV ratings that translate into real-world brand equity.

"Famous Farming Show Season 2 isn't just a program; it's a testament to MCIX’s ability to capture the heart of the nation while delivering massive commercial value to our partners."

‍

Ready to make your brand the next household name? Stay tune for Season 3

‍

www.mcixagency.com

‍

‍

‍